Dear Subscriber,

In this month's Backbone Media newsletter pick up some ideas and tips on how to generate more online PR for your company, also learn how to address the issue of competitors using your trademarks on Google Adwords.

Using Online Video to get PR Results
Why use video? Broadband now makes up a significant proportion of people’s online connections. Streaming and downloading video is no longer an issue in terms of connection speed, both in the workplace or at home. With that stumbling block gone companies are free to use more online video technology in their marketing communications.

The PR benefits of using videos
Customers and journalists need to make quick decisions about whether a company is a good vendor or prospect for a story. Company backgrounders, management bio’s and technical white papers all have a role to play in helping both audiences make a decision. If all of your competitors have the same materials, how do you stand out from the crowd? Consider using video to give technical overviews of your company’s product or customer case studies of how your product solved your customer’s hot pain points. Video’s are not for every audience, consider your audience and how they would like to receive information. If you are in the technology industry, your audience will probably be happy to see short videos on technical data. Microsoft’s website channel9.msdn.com posts videos of technical managers describing their team and products. Pick video as an option because it makes sense for your audience, while using video to explain a complicated technical paper will probably be easier with a well-scripted and coached presentation from a good in-house technical speaker.

Develop Prepackaged News with Video News Releases (VNR)
Prepackaged news stories can help you to sell your stories and maybe even get your video played by a media organization. With the costs of developing stories on tape so high, and news staff’s reduced in size, TV stations and website managers are looking for ways to get more editorial rich content onto television screens and website pages. Want your audience to see and hear your entire story, do the background research on the story. Provide shots of interviews, with industry leaders, analysts, and customers in your Video News Release to add credibility. You will increase the chances of a journalist basing their story on your story, or just running the video. Want to avoid future misunderstandings, remember to identify the source of the video, and if a publisher uses the video content ask them to identify your company as the source.

Two examples of two Boston based companies that do a very good job of filming a video are Streamahead.com and Productorials.com.

Sincerely,
John Cass
Director of Internet Marketing Strategies

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SEO Tip
Is your competitor using your trademark on Google Adwords?

Did you know that if your competitors or affiliates were using your trademark in Google Adwords as a keyword appearing in your ad on Google, that Google will remove their ad... read more on this article at the Backbone Media blog.

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